Capespan joins clementine branding trend

There’s a new clementine brand in the mix for retailers, wholesalers and club stores as Capespan North America introduces ClemGem easy-peeling soft citrus fruits.

Mark Greenberg, chief executive officer, said in a news release that Capespan’s move to brand its clementines and other soft, easy-peel citrus fruits was spurred by U.S. consumers’ response to branding in the category.

“It is clear that the soft citrus sector into which ClemGems fall responds well to branding,” Greenberg said in the release. “This drove our decision to make the packaging appealing to both parents and children.”

With the July 8 brand launch, Capespan will use the ClemGem name and artwork on fruit year-round, according to the release.

Capespan sources clementines and mandarins from South Africa, Chile and Peru for the North American market during summer and early fall. Domestically produced fruit is marketed from winter through spring, according to the release.

The year-round supply of ClemGems is available in 2-, 3-, and 5-pound bags that are packed at Capespan’s facilities in New Jersey, California and Texas.

“We developed the branding to be especially kid-friendly,” Greenberg said in the release. “Consumer attraction to clementines and other easy-peelers has grown dramatically in recent years.”

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About the Author:

Coral Beach, Staff Writer

Coral Beach joined The Packer newsroom in February 2011, bringing more than 30 years of experience at daily newspapers, trade magazines and online publications. Beach earned a bachelor’s of science degree from the University of Kansas School of Journalism in 1982.
e-mail: cbeach@thepacker.com
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